Pirelli Annual Report

As part of his Annual Report 2014, Pirelli, the internationally renowned Italian tyres brand, has asked to Le Grand Jeu to develop a street art project, which has been presented at Hangar Bicocca in Milan from 26 to 28 February 2015. That's why we have decided to invite the Brazilian Marina Zumi, the German Dome and the Russian Alexey Luka, three of the most interesting names in the new world of Street Art, to interpretate the tyre, illustrating it in three works assembled into a single installation: a truncated pyramid, about five metres tall, with three sides each measuring over twenty square metres.

This huge installation has been presented, together with the short video here below, at Hangar Bicocca February 24th by Marco Tronchetti Provera, Chairman and CEO of Pirelli, Antonio Calabrò, Senior Advisor Culture Pirelli, the art critic Achille Bonito Oliva, and Christian Omodeo of Le Grand Jeu, expert in Street Art and the artistic curator of the project.

During the exhibition days, Pirelli has also launched a social-networking initiative called #TakePArt. This campaign aimed to involve visitors to Hangar Bicocca, inviting them to take photos of the work of the three street artists and to share them on social media using the hashtag #TakePArt. The most original shots has been published on Pirelli social-network channels.